Caution: Don’t Copy Hollywood’s Hype-Marketing, but…

 

 

 

…copy what it does so masterfully!

We surely see how Hollywood is doing it.  You can’t escape it.  Every time you go to the movies, you are exposed to amazing trailers put together in this seemingly perfect fashion of fast-flashing images, emotional music and well-selected conversation clips.  

We get drawn into the story, we love the sense of anticipation for what is to come, we long to see the movie NOW…and as marketers we also wonder how we could create that same sense of anticipation in our audience, for our products and services.  

And we can and we should look for Hollywood’s teaching but with caution.  

 As entrepreneurs committed to doing business in a way that delivers honest value to our clients, we often struggle with the perceived need to “hype” our products up in order to stand out.  We’d rather under-promise than over-hype.  And here is where we can be cautious but alert students of Hollywood:  Some facts:

1. Storytelling works.  In Hollywood and on YOUR website.  

2. Triggering Emotions works.  In Hollywood and in YOUR sales copy.

3. Enticing video clips work.  In Hollywood and in YOUR video blog.

4. Over-promising DOESN’T work.  Not in Hollywood and not in YOUR business.

Here is where Hollywood gets it wrong.  

You all have experienced what I am talking about.  A great movie trailer, full of funny dialogue, great stories and beautiful music.  You wait for the day of release, you make time to stand in line and then… you get two hours of disappointment.  The dialogue you saw in the trailer was the best words uttered in the whole entire movie.  The story line was so lame, you could have come up with a better one.  The special effects were overdone and used as a crutch rather than an amazing tool…

Long story short, you leave disappointed and determined to never fall for it again…

And that is the GREATEST mistake Hollywood makes.  

By disappointing you, their customer, they now have to hype up the next movie even more in order for you to believe in their product.  They now got themselves into a vicious cycle of hype, to “uber”-hype, to… an industry that is extinguishing itself slowly but surely.  The hyped-up sales model is not a sustainable model…and you can see that by the fact that movies have to now make their money back on that first opening weekend or they lose money!

But, back to you, the entrepreneur with integrity.  What’s there to do?  

Let’s look at the word “hype” a little closer.  To me, “hype” describes an excessive claim or promise that is not justified by the product.  That’s all. So, if your product or service is amazing, is top quality, then letting others know about it with great storytelling, by triggering emotions and by creating anticipation is perfectly ok.  
But so many honest and purpose-driven entrepreneurs “throw the baby out with the  bathwater” because they are afraid of appearing to hype their product up.  Result: A boring headline on their website, timid copy describing their services, benefits that are understated..you know what I mean.

 

Action plan: Take out your promotional material today!  See where you can:

• create some more emotions
• involve your audience
• create excitement
• stir up some feelings
• get people to anticipate a release of your newest product 
• AND watch movie trailers as marketing lessons BUT make sure you deliver on your promise! (which I have no doubt you will).

Until next time for more “anti-obscurity” tips,

Christiane

P.S. Share how you feel about Hollywood trailers.  What do you like or not like about them below in the comment section.

How to Create Instant Business Momentum (a survey)

 

 

Here is a way for you to get involved and reserve priority “seating” in our of our new courses starting Sept 10th.

 As many of you know by now, I am becoming one of 40 “Product Launch Formula Consultants” under the mentorship of Jeff Walker, the guru of product launches. For further casestudies of “ordinary people” creating 6-figure online launches (in areas of dressage, organic gardening, boardgames etc.) go to http://productlaunchformula.com/blog/

 

Even though I will offer an exclusive “done for you” service (managing large Joint Venture launches) starting in Fall, I realized that I also want to continue offering Coaching and Implementation courses.

So, here are the courses as I am designing them right now.  I would love for you to let me know which (if any are of interest to you):

1. Coaching course “Finding your Voice, Creating your Magnetic Brand” (a course that has been very popular).  Length: 60 days, participants: 12

 

2. Implementation Lab “Creating your Irresistible Core Product” ( a new service that seems to be of much demand but I would like to hear from you on how imporant it would be for you to have access to a step-by-step course that takes you from idea to complete core curriculum and product of your brand). Length: 90 days, participants: 12

 

3. Implementation Lab “Launching With Impact” (a new course that will give a small, pre-selected group for those who have developed their brand and their product to catapult their business out of obscurity with a powerful online launch of their core product as an instant strategy to position themselves and their business as leaders in their industry).  Length: 60 days, participants: 6

 

In addition, I am creating homestudy courses of the first two courses. 

If you have a minute, would you let me know what speaks to you most by leaving a .  Any response from you will be archived and you will receive a 20% discount on any course offered in Fall.  

 

Thanks so much for your time,

Christiane

3 Steps to Creating A Huge Impact With Your Business

Lately I have been thinking a lot about our main desires for our businesses. I realized that all my clients (including me) want the same:
We want to:
- create financial peace-of-mind
- balance and mindfulness in our lives and…
- making a difference in this world
…all in alignment with your values of integrity, honesty and authenticity

I am correct so far?
Well, I have a few solutions for you today. They all boil down to this:

In order to create profit, balance and profound meaning, you need to make an impact with your business. So, today is about how to make just that.

Step 1: Your business needs a VOICE! It needs you to dig deep and define who you serve with what for what outcome. Makes sense, right? If I know immediately why your business is the only one I can go to in order to get my problems solved, then I’ll come AND I’ll stay.

Let’s take Inspired Business Resources, my company, for an example. There are many business coaching options out there. Most of them promise you this: “Work less, make more”. Some will promise you this: “Work less, make more, reach more”. Ok, now they have covered 3 out of your 4 needs.

Now, here is Inspired Business Resources saying: “Work less, make more, reach more and do all that with integrity, honesty, authenticity and a sense of service to the world.”

Ok, you decide…

Step 2: For maximum impact your business needs a PLAN! It needs you to find out how to “stack” your services and products up so that all your marketing efforts will be maximized. Every effort in terms of client-attraction is leveraged to the max.

Meaning that every new client will become a life-long customer, worth so much more to you and your business than he/she would have been if you didn’t have the right offerings at the right time for the right budget.

Step 3: Your business needs a lot of BUZZ! To create buzz your business or a product/service within your business needs a powerful LAUNCH! It needs you to find out how to create promotions even if you don’t have a mailing list that create a lot of attention. As you have followed my little mini, mini launch last week, you could see how much buzz a large launch can create, especially once you get connect with others who will gladly promote your product.

Just as an example, the email I sent out on Friday announcing the videos, had a 147% opening rate, meaning that many of you opened it more than once. Now think that this email would have reached 10,000 excited followers……..

Can you do the math? And no, you don’t need a huge mailing list to start a launch.

So, 3 steps to making a huge impact:
1) authentic, powerful branding
2) a business model that maximizes your marketing efforts
3) a product launch that creates some real buzz

Results:
1) work less
2) make more
3) reach more
4) love more

Ready to learn how to do that?

I am still standing to my word. Our 3-month tele-coaching course “101 Days to A Business That Matters” (maybe I should have said: “…that Buzzes” or “… that has Impact”) will teach you all of that and more and starts on…

Tuesday, May the 5th at 10 am

…and yes, it really is by donation ONLY. That means truly, if you only have $30, then you send me that. If you have some more and you have been thinking of joining, then do that. I need to take care of my staff but I also really want you to be part of it.

Love you,
Christiane
P.S. if this speaks to you but you haven’t watched the videos yet, they are at http://www.inspiredbizsuccessblueprint.com/beta-test-coaching-class/

P.S.S. all you have to do is send me an email, telling me you’re in and then you can send what you can.

P.S.S.S. please know that the deadline is TOMORROW (Wednesday). So, sign up NOW!

LET’s MAKE AN IMPACT, shall we?

Two Coaches Launch A Similar Product…

…One sells 100 copies in 1 day, one sells 1 copy in 100 days…

Which one are you?

You may have asked yourself some of these questions:

1. How do I motivate clients to purchase one of my products or services without utilizing pressure, hype or manipulation?

2. How do I create product systems that are well thought out while environmentally sound?

3. How to create a “buzz” around my products and services without sounding like an ego-maniac?

4. How can I stay true to myself, not only through my offerings but in the way I market?

5. What can I do to get more excited about promoting my business without having to dread every long day?

6. How can I maximize the positive impact on the world through my products and services?

If traditional methods of selling aren’t aligned with who you are, you don’t need to compromise profit.  The secret is simple and even more powerful than you’ve probably ever dared to dream.  And you’re about to learn that secret, but…

…there are literally dozens of critical, but overlooked factors that make and break the success of your product.  Do you know what they are?  And can you afford at this point, in this economy to continue to guess?

At Inspired Business Resources(TM), we help our clients to “put their business or service or product on the MAP”.  Over the years, we have found that it takes a magnetic BRAND, a highly profitable, irresistible PRODUCTS and a powerful LAUNCH to maximize the impact on your bottom line AND the world.

WHY do we specialize in these three areas?

We all here at  Inspired Business Resources struggled at some point or other with marketing strategies that utilized hype, pressure and manipulation, As the visionary of IBR, Christiane realized that those three elements: A Magnetic Brand, irresistible Products and Powerful Launches were in effect the most value-driven, joyful and highly effective approaches to client-attraction.

The end results:

-       increased profits

-       greater visibility

-      personal freedom from long hours

-       a richer and rewarding life

In short:

High visibility in the market place while helping to make the world a better place.

Why those approaches?

After having asked herself the questions on top of the page,  Christiane committed herself to finding ways to transform marketing into joyful acts of self-expression!

Yes, once she understood that marketing was going to occupy about 80% of her time, she wanted it to be fun, bring joy and laughter to her audience….and be HIGHLY EFFECTIVE.

She says: “I wanted to restore trust and faith with my marketing approach.  Several years later,  I did find a way.

1. I created this business with my soul, with my heart and with purpose.

Result: A Magnetic Brand

2. I created a business model that allowed me to customize my services to my audience.

Result: Irresistible Products

3. I became better and better at creating exciting and emotional launches.

Result: Raving Fans

So, long story short, if you want to be easily recognized, attract tons of happy clients and raving fans AND you want to have fun and find meaning with marketing, then this system is for you.”

What to do next?

We did talk about customization right?  So, here are your options:

Option 1:

“Inspired Business Success” Foundation Course

Who is this for: Clients who want to create a remarkable brand and design content of their customizable products

Length: 30 days

Format: 4 webinars with Q&A, 6 Laser coaching

Size: 20 max. Cost: $(797)

Next Starting Date:  (Paul and Christiane are in the process of creating an amazing membership program for this course)

Option 2:

“Irresistible Product” Lab

Who is this for: Clients who have completed the foundation course and want structure around creating their core product or course

Length: 60 days

Format: 6 webinars with Q&A, 6 Laser coaching

Size: 20 max. Cost: $(1,397)

Next Starting Date:   (Paul and Christiane are in the process of creating an amazing membership program for this course)

Option 3:

“Launch with Impact” Done-For-You-Service

Who is this for: Clients who have completed “Inspired Business Success” foundation course and have created and packaged content during our “Irresistible Product Lab” (or have already developed a powerful brand and magnetic products).  Paul and Christiane will take the most qualified candidates and launch them into orbit, guaranteed.

Option 4:

If you are just jumping out of your skin to “put your business, service or product on the map”, then you will want to send us an email or call at  (773) 969-6892  to see if private consulting with me is the right step for you.

One little warning:

1.  Our Agency only take four private clients at a time which means that you really, really have to be serious about making an impact NOW.

2.  For the right, high-achieving, well-intended client, Christiane is glad to customize the right program for you.  Whether you are completely branded and “just” want to launch a coaching program or you want to completely re-launch your business to finally reap the rewards of years of hard work, we’ll create what you need together.  No matter what your individual needs are,

Christiane will systematically work together to create your:

magnetic brand+ irresistible products +powerful launches = remarkable business

End result: SIMPLE…

So, what do you say?  Are you ready to start talking?  Give us a ring and we’ll set up an interview.  Christiane personally will take ample time with you and will give you honest feedback, based on her personal experience and that of having mentored 100’s clients.

We can be reached at (773) 969-6892 and we LOVE to be interrupted from our work

Christiane was instrumental in helping me to focus my skills and talent in the area where I could deliver value to my clients and receive greater satisfaction in my work.  Her expert guidance created the opportunity for me to increase my coaching rates from 125% - 200% and bring greater confidence and value to my clients.

Christiane, thanks for taking me out of trying to serve everyone but speaking to no one with my marketing message.

Betty LaMarr, executive coach, Marina Del Rey, CA

Working with Christiane Holbrook has been truly a pleasure and enlightening experience. Each consultation provided ample opportunities to further explore my purpose, aptitudes, and existing strengths to carry forth my plans.

One of the most valuable gifts from Christiane is her ability to listen to details beyond the practical content of packaging and marketing. I always felt that she heard what makes me passionate about the work and always engaged me in defining my path based on, as she would put it, “what my soul tells me”.

She truly helped me to allow many ideas to unfold, while maintaining focus on the target customer and tailoring the business plan to access her/him. I highly recommend that anyone with a vision to expand their sense of fulfillment and purpose connect with such a dynamic, knowledgeable and caring coach!

Melissa M. Shepherd, MFT, Los Angeles, CA